By
Lien Thuong, Minh Hue
Mon, October 20, 2025 | 10:54 am GMT+7
Businesses and online shop owners in Vietnam should pay greater attention to human resources and logistics, considering these factors “keys” to competitive advantage in the increasingly volatile e-commerce market, according to experts.
E-commerce growth remains strong
According to the 2024 Overview Report on the Online Retail Marketplace, the online retail sales across five e-commerce marketplaces – Shopee, Lazada, TikTok Shop, Tiki, and Sendo – in 2024 reached VND318.9 trillion ($12.1 billion), reflecting a 37.36% growth compared to 2023. Sales volume also surged to 3.4 billion items, marking a 51% year-on-year increase.
Shopee, one of the major e-commerce platforms in Vietnam. Photo courtesy of Vietnam News.
While these figures underscored robust consumer demand, the number of active sellers generating sales actually declined by 20.25%, signaling intensifying competition. Many small-scale or inefficient vendors have exited the market, making room for brands with clear business strategies, curated product offerings, and flexible operations.
Particularly, shop malls on Shopee and TikTok Shop posted remarkable sales growth of 69.79% and 181.31% respectively, reflecting a strong consumer shift toward trusted, well-established brands.
This trend highlights the need for sellers to enhance the shopping experience, service quality, and most critically, logistics infrastructure and warehouse workforce stability, to maintain a competitive edge.
In 2024, over 3.2 billion imported items were sold on Shopee Vietnam, generating VND14.2 trillion ($539 million) in revenue, a growth of 37.9% in volume and 42.9% in value compared to the previous year. Currently, 31,500 foreign sellers are operating on Vietnam’s e-commerce platforms, intensifying the pressure on domestic businesses.
Among product categories, beauty, home & living, and women’s fashion topped the revenue charts. However, groceries & food recorded the highest growth rate at 76.3%, indicating a clear shift in consumer behavior – from traditional markets and supermarkets to online grocery shopping, driven by speed, convenience, and time savings.
While rising imports and evolving consumer preferences pose challenges, they also offer new opportunities for local players to improve product quality and compete more effectively. To succeed, retailers must be creative, agile, and ready to adapt to new trends in this ever-changing e-commerce landscape.
Human capital: The silent driver of e-commerce success
The fierce competition is taking its toll. Many small and medium-sized sellers are struggling to keep up. Yet, companies that have built strong logistics systems and supply chains continue to power market growth.
According to Pham Quang Nhat, director of human resources provider GRGR Co., Ltd., the explosive growth of e-commerce brings immense pressure on warehouse staffing, especially during peak seasons. Good products are no longer enough, companies need professionally trained warehouse personnel capable of operating fast, accurately, and sustainably.”
“Major e-commerce players are investing heavily to ensure stable warehouse staffing – a critical link in the supply chain that directly impacts delivery speed, customer experience, and operational efficiency,” he noted.
Nhat added that recruiting, training, and retaining quality warehouse workers has become a top priority for e-commerce companies. While logistics systems have improved to shorten delivery times and reduce risks of delays or losses, human capital remains at the core of the entire operation.
“A skilled, well-trained, and adaptable workforce is the real key to helping e-commerce businesses cut costs, maintain efficiency, and achieve sustainable development,” Nhat stressed.
Founded in 2016, GRGR is a logistics and human resource services company catering to e-commerce businesses. In less than a decade, it has evolved from a niche startup into one of the leading players in warehouse staffing and logistics support, helping hundreds of partners manage peak season labor demand.
Positioning itself as a vital bridge between employers and the workforce, the firm contributes to the sustainable development of Vietnam’s logistics and e-commerce sectors – two industries that will continue to shape the country’s digital economy in the years to come.
